2. Kerning
This is adjusting the space between characters, especially by placing two characters closer together than normal.
As you can see from this image there is a certain gap between different
letters. It is important to have this gap between each letter in a sentence or
even just a word otherwise the letters will just be on top of each other and
you will not understand what they say. If there wasn’t a gap at all on a print
then you would not understand what they are trying to say and then no-one
will want to even look at it because they don’t understand what it says. It is
also important that the letters are not too far apart otherwise that would just
look weird and it will take people longer to try to understand what the work
or sentence actually says.
3. Baseline
This is a framework built around the idea of a real baseline grid.
Ascenders
The upward vertical stem on some lowercase letters that extends above the x-
height is an ascender. Some letters may touch or almost touch letters in the line
above causing awkward or distracting patterns.
Descenders
This is the part of the letter that extends below the baseline.
Capital letters
Capitals are used for the beginning of a sentence and are also used as the first
letter of names and places.
4. Font
There are a lot of different fonts that are used on different prints it just depends on what the story or
picture the words are illustrating is to what type of font is used.
Different fonts are used on different fonts to create a sense
of difference. Depending on what the article or picture is
trying to say it can depend on what type of font is used in
order to explain what it is or means. Also different fonts can
determine whether what is being said is serious and
important information or perhaps not as important. For
example the font Arial may be used for more serious and
meaningful documents and the font Brush Script Std may
be used as more fancy writing to perhaps advertise
something.
5. Colour
Analogous
Having an analogy corresponding in some
particular way. Colours that correspond to each
other, for example; the colour wheel.
Contrast
This means to compare and show unlikeness or
differences within a certain colours, to make This is a colour wheel that is
highlighting the primary colours.
them look different and stand out. These colours can be mixed
together in order to create
secondary colours. All of these
Primary colours can be used on different
prints.
These are colours that cannot be created
through the mixing of other colours, the include
red, yellow and blue. These are colours in their
own right.
6. Secondary
This is when primary colours are mixed together in order to create other colours, for example; yellow
and blue make green and red and blue make purple.
Shades
There are different shades of colours, this is because there are light and dark shades of each colour.
They are used to create a different setting or feeling of a certain image or object. Also using different
shades of colour can indicate a specific part of an image
Tone
Different tones are used in order to create a different outlook on a specific print. Light and dark tones
are used to make something appear differently from what it is.
There are lots of different shades of each colour. I
have chosen to represent green, as you can see
there are a lot of different shades that are all the
same colour. Different shades of the colour can
be lighter or darker.
7. Language
Types of languages
Different types of languages that can be used
are persuasive. People can use different types
of persuasive techniques in order to draw a
reader to a certain magazine. The type of
words that they use can indicate whether
someone is going to buy their magazine or not.
Captions
A caption is used in order to let the
audience know what is happening in
Captions are words shown on a a certain picture. Without a caption
the audience would just be looking
movie, television or computer monitor at a picture and they will not have
any idea of what is actually
showing what is being said in the programme. happening in the picture.
Or underneath a picture in a magazine or a
paper to explain what is happening in the
picture
8. Slogans
These are used to get the attention of the reader. A slogan needs to be something that people will
remember and something that will be stuck in their heads for quite a long time. If people can
remember the slogan then they may be more inclined to use or buy the service.
Slogans are catchy and easy to remember.
The pictures of slogans that are on the
left, are catchy and well known, everyone
knows them and everyone remembers
them. So it is important to have a slogan in
order for people to remember what they or
their magazine are.
9. Title
Titles are used in order to show the reader or
whatever they may be what the
article, book, film, programme or whatever it
may be are about. Otherwise they wouldn’t
know and therefore wouldn’t understand what
they were reading or looking at. Titles are a
vital part of information in a document so the
reader or buyer can understand what certain
elements are about.
Sub titles
These are also very important to have
in a certain document so that the
reader knows what the article is about
but then also knows what the story
could entail by reading a sub title
10. Image
Is the image appropriate for the target audience?
The image has to be appropriate for this magazine
and for the target audience. If images are not
appropriate for a specific target audience then the
wrong people might want to buy the specific thing
that the image is featured on.
Stylistic features
There are a lot of different stylistic
features but one of them is black
Different stylistic features are used in different and white. Black and white is used
prints. Black and white for example can be used to in order to create a balance between
two different things. Black and white
create a balance between inspiration and also makes some images look better
and appear differently from what
information and can also make it almost like art is they actually are.
influenced throughout. Also montages can be used
in order to present a number of different images in
one place. Also a fisheye stylistic feature may be
used and this is when you try to combine water and
sky together to get certain effect. Also others
include; vignette and colour.
11. Lighting
This includes ISO, exposure and shutter speed, all of these different settings can be used in
order to create a certain effect on a picture. For example you can speed up or slow down a
shutter speed in order to see a lot more of a certain object in one picture, this also gives a
good effect and you are able to see different lighting throughout the picture because of the
speed of the shutter. Also exposure is the amount of light that is allowed to fall on each
area of an image. This can create an effect of dark and light sections in images.
Levels
Different camera angles may be used to create a different effect of an image. For example a
‘bird’s eye view’ can be used above the object or person that is being photographed to get
an effect of looking down. Also images can be taken from the side I order to create a ‘side
on’ effect of the object or person. Different camera angles are used in order to create
different effects in pictures.
Following rules of photography
Using the rules of photography in order to take images for a certain print is very important
in order to get the correct image that you need for whatever it may be. So following the
rules of photography will make it easier to get the images that you need.
